IMPACT OF RESORT WORLD SENTOSA ON VIVOCITY

Abstract

Past researchers found impulse buying to be evident in shoppers. This research is interested to know whether transient shoppers visiting Resort World Sentosa using the Sentosa Express exhibit similar kinds of behaviour when they pass by VivoCity. In addition, it wishes to find out whether visual merchandising affects the rate of impulse purchases. Lastly, it wants to find out the type of consumer products bought most often to facilitate recommendations on tenant mix. A sample of 201 respondents was interviewed using a questionnaire. It was found that impulse buying is evident in these transient shoppers. In fact, the impulse buying rate of 46.27% surpassed the rates of previous works. It was found that impulse purchases were correlated to the time spent in the shopping mall as well as patrons’ income levels. Moreover, certain visual merchandising tools such as sales promotion and in-store visual merchandising had impacts on impulse purchases. However, when it comes to consumer products, shopping goods were bought more often than convenience goods. This came as a surprise since the latter is cheaper and usually bought most often. One interesting finding in this research is the fact that food can be bought on impulse. This research found items in cafes, fast-food and food kiosks to be bought on impulse most often. This was unanticipated as apparels had predominantly been bought on impulse most often. Several recommendations based on these findings were introduced. They include retaining patrons in VivoCity for a longer period of time and having more food options near escalators leading up to Sentosa Express amongst others.